Not Every Client is Worthy of Their Project: On Architecture, Inattention, and a Price Not Measured by the Meter
On an ordinary afternoon this week, I was quietly observing a discussion in the office between our Head of Design – a man with enough experience to discern the quality of a project from the client’s tone of voice – and a caller from a real estate development company. The apparent question was simple: “How much does design cost per square meter?” But behind this question lay complete ignorance, even a false impersonation of a role not mastered.
The caller, on the other end of the phone, began to mix up types of structural systems, then went on to talk about air conditioning as if he were engaged in an advanced architectural discussion. The Head of Design smiled, raising an eyebrow as if he had heard this tune many times before. Then he calmly said: “My dear sir, we are an architectural design office, not a contracting company. What you are talking about has nothing to do with the beginning, but with the end.”
This scene repeats itself often. And over time, from the very first email, we have been able to tell who is the serious client, and who is the “chancer.”
The “chancer” is the one who asks for a quote just to feel like they are in a working phase. They have no vision, no understanding of architecture, but they are good at talking about the number of parking spaces, HVAC, and the number of bedrooms. Their questions are repetitive, copied from previous offers, full of terms stolen from the structural consultant, but they understand nothing from them except what makes them appear “knowledgeable.”
In truth, they are not “knowledgeable”; rather, they think that architecture is like plumbing: a piece to be installed and done with, an offer to be compared, and the cheapest price wins.
But this is not architecture.
Steve Jobs Didn’t Ask for a Quote
Let me remind you of what Steve Jobs did when he decided to build Apple’s headquarters in Cupertino. He didn’t send a questionnaire to ten offices. He didn’t ask for a price list. Instead, he invited Norman Foster to his home, sat with him for dinner, and then told him: “I want you to design an unforgettable building for me.”
What Jobs did was treat the architect as a partner in the vision, not as a contractor from a brochure of offers.
In return, Foster didn’t send a catalog of options. Instead, he went back and began to tailor the building as a ring is tailored to the hand of a genius.
This is not a story of luxury. It’s a story of understanding. Anyone who knows what architecture is knows that project design is not measured by the meter, but by the idea, by the imprint, by the impact, and by the time the architect invests from their life in drawing every detail1.
Who is the Weakest in the Circle?
It’s astonishing that some clients believe they are powerful because they “own the project” or because they are “developing the property.” But the truth, which no one wants to say explicitly, is that some of them are the weakest link, and sometimes the most ignorant, in this circle.
The reason? Because they lack the fundamentals of architectural thinking and seek to reduce the project to “how much it costs,” “how many apartments it has,” and “how to market it,” ignoring that a project not designed with soul is buried before it is built.
And because we are in an emerging urban region, like the Gulf, where housing demands are increasing and the investment pace is accelerating, this type of client is growing.
But are they to blame?
No.
They are part of a larger system that conditions the market for speed and competition, not for depth and meaning.
But do we surrender to that?
At ArchUp2, and in our offices, we don’t believe so.
Why Do We Choose Our Clients?
In our experience, a good client doesn’t ask: “How much does it cost per meter?” but rather asks: “What can the design add to this neighborhood?”3.
They don’t come to test the office, but because they have a conviction that the project is worthy, and that design is not a luxury, but a necessity4.
Indeed, some projects are not even worth designing unless someone comes along who truly understands their essence.
And a true architect does not accept every offer, nor does he chase every opportunity, because he knows that his signature on a project is part of his history5, not just a handover of keys.
Conclusion: Not a Call for Arrogance, But a Call for Understanding
This is not an elitist outcry, but a reminder that architecture is not measured by an “Excel Sheet.”
Rather, it is measured by imagination, and by the honest relationship between those who build 6and those who design7.
And whoever doesn’t understand this… perhaps they were never worthy of their project8.
✦ ArchUp Editorial Insight
This reflection challenges the unspoken imbalance between client ambition and design respect. While it praises high-end clients who understand the architectural process, it equally exposes how many undervalue it — reducing architecture to a service rather than a vision. The piece succeeds in revealing the quiet frustrations of many designers: the mismatch between expectation and appreciation.
However, it could have gone further by exploring how this disconnect impacts long-term sustainability and cultural quality. Architecture built without mutual trust often leads to waste — of resources, energy, and human potential. As AI, modular systems, and global crises reshape design ethics, the future belongs to projects where both client and architect rise together. Respect isn’t just courtesy; it’s a condition for meaningful, lasting spaces. Rebuilding this trust could be the most sustainable act of all.
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